Conversion is a getting problem

Maybe your conversion problem is more of a 𝘨𝘦𝘵𝘵𝘪𝘯𝘨 problem.

Lemme explain.

When those KPIs turn red, it feels right to reach for the playbook. Better copy. A/B tests. Retargeting. Faster onboarding. All rational. But rarely shifts the needle much. Because CRO can nudge performance. It can't fix the biggie.

The biggie: your product doesn't 𝘨𝘦𝘵 your customer.

There's a feeling when someone truly gets you. When they can explain your experience better than you can. Jings, does that feel good. That's the feeling that converts people. Not the funnel.

 🤗 > ➡️ Feeling beats funnel.

Bob Moesta’s super-elegant Four Forces model is a good frame for what you have to 𝘨𝘦𝘵:

- Push: You get why my problem is such a pain

- Pull: You get where I wanna go

- Anxieties: You get my worries

- Habits: You get what's holding me back

Conversion hygiene is often shuffling the deck chairs. Don’t get me wrong, conversion hygiene matters. But it's a multiplier on zero if the product misunderstands the job. So. When you're eyeballing an inconvenient red figure on your KPIs, the better question isn't "how do we GET more customers.", it's "do we *get* our customers?"

Being 𝘨𝘰𝘵 feels amazing. Being strong-armed through an optimised-to-the-hilt funnel feels kinda crap.